The Television Division at Gravity was responsible for creating the branded design for the newly launched Virgin Produced In-Flight TV Channel that recently debuted on Virgin America airlines. Zviah Eldar, CEO/Chief Creative Officer for Gravity, made the announcement.
Spearheaded by Gravity’s Creative Director, Alex Postelnicu, Gravity’s work involved producing the initial, branded, motion identity for the new Virgin Produced network. Gravity was charged with coming up with an original, modern, “brash” look and feel for the motion graphics that would introduce airline passengers — watching their respective, award-winning “Red” Interactive Environment screens — to the Virgin Produced programmed content.
Integrating Virgin’s famous logo/brand palette of red, white and silver tones with a hint of purple, Gravity developed a unique look for Virgin’s new TV network, which is called Channel 11, on board Virgin America. The graphics inform viewers about the offerings of the new channel, which provides three hour programming blocks comprised of fresh lifestyle, music, comedy and travel content. Gravity also designed the graphic interstitials, which are seen in between these individual segments and will be updated every two months to maintain its fresh appeal.
Karin Levinson, Gravity’s Executive Vice President of Features and Television, said, “We had the great pleasure of working with Jason Felts and the Virgin Produced team in creating the design for their new onboard channel. We’re excited at the prospect of continuing our collaboration with them on this endeavor.”
About VIRGIN PRODUCED
Virgin Produced is the film and television development, packaging and production arm of Sir Richard Branson’s Virgin Group. Led by CEO Jason Felts and CCO Justin Berfield, Virgin Produced is breaking the corrosive models of Hollywood by providing a collaborative environment that embraces talent so they can best create and inspire while utilizing the marketing platform of the brand’s
airline, mobile, hotel, retail, and social media power to reach over 60 million Virgin consumer ‘brand fans’ worldwide.
Launched in 2010, Virgin Produced’s first production was the paranoia-fueled thriller “Limitless,” which opened #1 worldwide and has grossed over $170M. Following that was “Machine Gun Preacher,” starring Gerard Butler and box office hit “Immortals,” which has grossed over $220M worldwide.
In April 2012, Virgin Produced launched its own television distribution network onboard Virgin America airlines entertaining captive passengers with programmed lifestyle, travel, music, comedy and genre content. The channel launch marks the start of a multi-phased roll out of the channel across other Virgin Group assets in the aviation, hospitality, retail, and health club sectors. With an equal focus on television and film, Virgin Produced’s film division plans to produce 10 – 15 films and television series over the next three years through its strategic studio/network partnerships. www.virginproduced.com
About GRAVITY
Gravity is an international visual effects, design and brand communications company with proven expertise in three integrated divisions: Features & Television, Commercials, and Digital. With 250 talented professionals across offices in New York, Los Angeles, Connecticut, and Tel Aviv, the company is a widely renowned generator of high-end visual effects, creative content, motion graphics design, animation, branding, and digital strategy.
The company’s clients include Universal Pictures, Warner Bros., DreamWorks, Sony Pictures Entertainment, HBO, Paramount Pictures, Spyglass Entertainment, The Weinstein Company, Dimension Films, Coca-Cola, General Motors, Mercedes Benz, Verizon, Pantene, MGA Entertainment, Carlsberg, Kmart, and Braun. Gravity’s recent feature film credits include “Tower Heist”, “Crazy, Stupid, Love”, “The Adjustment Bureau”, “Arthur”, “The Other Guys”, “Salt”, “The Reader”, “I Love You Phillip Morris”, and “Ghost Town”. The company’s television credits include HBO’s “Bored to Death”, “The Sopranos”, and “Sex and The City”.
Gravity’s New York office is located at 315 Madison Avenue, 3rd Floor, New York, NY, 10017. The phone is 212/986-1584. The company’s West Coast office is located in the Lantana Building, 3000 West Olympic Blvd., Santa Monica, CA, 90404. The phone is 310/264-3909. For more information, please visit www.gravityworld.com.
